ACE stands out as it is a 100% Swadeshi company, entirely Indian in terms of development and production

Manish Mathur
CEO - Cranes – Action Construction Equipment (ACE)

How do you look at this version of BAUMA compared to the earlier versions?

This version of BAUMA is significantly better compared to earlier editions. BAUMA has started gaining substantial traction in India, which is a marked improvement from previous years. This time, we witnessed a broader participation, including significant representation from Southern and Western states. Furthermore, new players have joined the exhibition, enhancing its comprehensiveness. This expanded reach and the addition of new participants reflect a positive growth trajectory for BAUMA.

What has been your focus for this time and what are the products on display?

This year, our focus has been on showcasing heavy machinery, particularly truck cranes, crawler cranes, and RT cranes. These high-capacity machines represent the direction we are moving towards—greater tonnage and extended reach. Additionally, we have introduced innovative upgrades in our bread and butter segment, the pick-and-carry cranes. Among these, our 30-ton and 35-ton Pick-and-Carry cranes are firsts in their category.

How are you maintaining your focus on electrical machines?

While electric mobility was introduced in previous editions, this year its significance has increased. With the government now formulating policies for registration, the utility of electric construction machinery is set to expand. From January 2025 onwards, electric machines will be easier to deploy, not just in cranes but across the construction equipment sector. This marks a pivotal shift towards greener solutions.

How is ACE different from its competitors?

ACE stands out because it is a 100% Swadeshi company, entirely Indian in terms of development and production. Our deep understanding of Indian customers—who have unique needs and constraints compared to their European or Chinese counterparts—enables us to deliver value-for-money products. This focus on affordability, without compromising quality, is our primary differentiator.

With the rising cost of production, how are you maintaining the balance between cost and quality of your products?

We maintain a balance by aligning our offerings with customer expectations. Higher capacity, better reach, and more automation are some of the value additions we provide. Customers are willing to pay a premium for these enhancements, ensuring our growth remains robust. Our strategy focuses on understanding and fulfilling customer needs, which naturally aligns with quality.

The trend of machines rentals is booming in India. How do you view this? 

Rental machines have always been a significant part of India’s construction equipment industry, with 70-80% of equipment being rented. However, the rental segment is now becoming more organized, with streamlined financing and operations. This evolution mirrors developed economies, where rental companies manage most equipment. It’s a positive trend, enhancing the professionalism and sustainability of the industry. 

What are your thoughts on the challenges of implementing BS-V emission standards? 

Transitioning to BS-V is challenging, particularly for the domestic market, as it involves electronically managed engines. However, this challenge presents an opportunity to explore European and American markets. With our BS-V products, we’re ready to compete globally, showcasing cost-effective and technologically advanced solutions.